Black Friday and Cyber Monday are huge sales days that bring in billions of dollars. In 2024, Black Friday alone brought in $10.8 billion in U.S. online sales a bump of 10.2% versus the previous year. Cyber Monday added even more, reaching $13.3 billion. Together, the holiday season from November 1 to December 31 generated $241.4 billion in sales in 2024, almost $20 billion more than the prior year. During the peak holiday shopping period, retailers see a surge in bracketing and returns, making it crucial to manage these challenges effectively.
But there’s a hidden problem. When shoppers buy multiple sizes or colors—knowing they’ll return some it’s called bracketing. For some online clothing stores, bracketing accounts for up to 40% of their sales. Returns overall are also rising. By 2023, the average online return rate was soaring over 17%, double what it was in 2019. Impulse buying during these major sales events further increases the volume of returns, as shoppers make quick, unplanned purchases. These returns cost retailers billions, slow down operations, fill landfills, and eat into profits. This article will guide you through ways to stand strong in Black Friday 2025 by preventing bracketing while keeping customers happy.
Bracketing is when online shoppers order several versions of a product like different sizes of jeans and return the ones that don’t fit. This happens a lot on Black Friday, when deep discounts and free returns are common.
Returns are a normal part of e-commerce. Ecommerce returns present significant logistical and financial challenges for retailers. In 2024, the average ecommerce return rate for online shopping reached 20.4%, up from around 16.5% in 2022. During holidays, returns go even higher—about 17% above the usual average. In the U.S., returns totaled $743 billion in 2023 about 14.5% of total retail sales. For many stores, especially fashion shops, nearly 40% of orders include returns due to bracketing.
So why is this happening? Free shipping and easy returns make it easy for shoppers to guess their size. But for retailers, processing returns is costly sometimes more than the item’s price. Handling returned products also creates environmental and operational challenges. Returns also tie up inventory, create waste, and cut into profits.
Customers value easy returns 75% say it’s important when shopping online, and nearly half will abandon purchases if returning feels hard. But retailers cannot ignore how much returns cost. The key is to balance both with a customer centric return policy.
Start by making your return policy clear and fair. Shorten or tier return windows for Black Friday purchases say, 14–30 days while keeping longer windows for gifts. This reduces late returns without annoying customers. Clear and well-defined return policies can also lead to fewer returns by managing customer expectations and reducing unnecessary or fraudulent returns.
Offer store credits or exchanges instead of full refunds. When customers exchange, they stay with your brand and you avoid handling costs. Allowing exchanges for the same item can further improve customer retention, especially during high-sale periods. Consider a small return fee for multiple returns like $5–10 while giving first-time buyers or loyalty program members a free return to avoid hurting loyal customers. In addition to return fees, you can also implement restocking fees as a condition for certain returns; clearly communicate restocking fees upfront to manage customer expectations and control costs. Make sure to clarify the distinction between return fees (charged per return) and restocking fees (charged for restocking specific items). Clearly define non returnable items in your policy to prevent misunderstandings and reduce fraudulent returns. After discussing store credits and exchanges, also consider offering a full refund under specific conditions to build trust and show confidence in your product.
Communicate your policy clearly on your website, checkout page, and marketing emails so customers aren’t surprised.
Not all returns are honest. Return fraud when someone tries exchanging or returning items they never really bought was about 14% of all returns in 2023. Fraudulent transactions are also a concern, but technology such as AI and advanced analytics can help detect suspicious activity and reduce these risks.
Use technology to help. Machine learning tools can flag patterns, like users frequently returning multiple items. These tools can also identify excessive returns and fraudulent returns, helping you spot abnormal behavior. If a product is frequently returned, you might add a note on its page, restrict purchases to prevent abuse, or limit returns for that item.
Build blocklists to prevent repeat offenders from abusing returns. This protects your margins while still being fair to most customers. Return abuse can have negative consequences, including reduced profit margins and increased operational costs.
Your customer service team is the frontline of dealing with returns. Train them to listen with empathy, offer exchanges, and keep the tone friendly. When customers only want a refund, reps could suggest alternative items or store credit instead. Streamlining returns can also reduce support tickets, making the process smoother for both staff and shoppers. Building customer trust through transparent communication is essential for long-term loyalty.
Also, ask your team to collect feedback: was the size small? Did the color differ? Use that info to improve product pages or fit guidance moving forward. Customer feedback is crucial for refining return policies and ensuring your processes meet customer expectations.
Returns Analytics for eCommerce Business
Book a quick call with our experts to see how WeSupply can help you understand why your customers are returning: Identify the most returned products, Understand why those products are returned, Identify which customers are serial returners, Reduce Return Rate with Actionable Insights, Returns data available in BigQuery.
Happy customers come back. Offer loyal shoppers perks like extended return windows or early access to deals. This rewards repeat customers and makes them feel valued, reducing impulse bracketing. These strategies also improve customer retention and build brand loyalty by fostering trust and encouraging long-term relationships.
Allow free return shipping during holidays or give people the choice to drop returns in-store. In-store returns often lead to extra purchases and also cut shipping costs. These practices contribute to customer lifetime value by encouraging repeat business and strengthening customer loyalty.
Many returns result from uncertainty weak product information or doubt about fit. Help customers pick better the first time.
Use rich product descriptions with multiple photos, size charts with actual measurements, and customer reviews that talk about fit. User generated content, such as authentic customer photos and shared experiences, can further help shoppers make informed decisions and build trust. Include videos or virtual try-ons like AR tools so shoppers can “see” how items look.
Let shoppers see fit guides based on their height and weight or AI tools that suggest size like SizeFlags, which research shows cuts fit-related returns significantly and helps customers purchase items with more confidence.
Also, make everything transparent: show shipping costs and delivery dates quickly, so surprise fees don’t lead to abandoned carts. Clear information at every step can reduce buyer’s remorse and unnecessary returns.
Instead of offering one big discount on one item, create smart deals that make customers buy more, not just one thing.
Offer bundles like a matching shirt and pants set. Or use tiered discounts: spend $50, get 10% off; $100, get 20% off. This gently nudges shoppers to add more items. Encouraging customers to try more products or different variants through these strategies can increase both sales and loyalty.
Use exclusive Black Friday only products or “limited edition” items that can’t be bought any other time. People are less likely to “bracket” if they feel the item is scarce or special.
Also, use upsells right after checkout simple suggestions like “Add socks at 20% off” can boost order size without annoying the shopper.
During Black Friday, returns flood in. Use returns-management software to automate labels, set return rules, and keep costs down. Automation streamlines the returns process, making it more efficient and reducing manual workload.
Use analytics to spot bracketing patterns in real-time say, multiple size orders from one account and act fast, maybe limit returns or flag later orders.
Partner with third-party logistics (3PL) for fast restocking. Getting items back on the shelf quickly helps you sell more with less delay.
Use automated cart recovery tools like sending an SMS or email reminder when someone leaves something behind they work well during peak shopping periods. A smooth returns process is also crucial for customer satisfaction during these busy times, encouraging loyalty and repeat purchases.
Brick and mortar stores are a powerful asset in the battle against bracketing, especially during the holiday season. By giving customers the chance to see, touch, and try on products before buying, physical stores help shoppers find the right fit and style the first time dramatically reducing the need for returns and exchanges. This hands-on experience not only meets customer expectations but also boosts customer satisfaction, as shoppers leave feeling confident in their purchases.
For online retailers with physical locations, offering in-store pickup and returns can bridge the gap between digital and in-person shopping. Customers appreciate the flexibility to return online purchases in-store, which often leads to additional sales and helps build customer loyalty. Plus, in-store returns eliminate return shipping hassles and costs, making the process smoother for both the customer and the retailer.
To further meet customer expectations, consider offering free return shipping for items purchased online but returned in-store, or extend your holiday return window to give shoppers peace of mind. These customer-centric policies show that you value their experience, helping to build long-term loyalty and trust. By leveraging the strengths of brick and mortar stores, you can reduce bracketing, manage returns more efficiently, and create a seamless shopping journey that keeps customers coming back.
Encouraging exchanges instead of outright returns is a smart strategy for online retailers looking to minimize returns and maximize customer retention. When customers opt for an exchange whether for a different size, color, or even a completely different item they’re more likely to stay engaged with your brand, boosting both customer loyalty and lifetime value.
Offering store credit or easy exchanges for equal value can motivate customers to choose exchanges over refunds. Store credit options not only keep sales profits within your business but also encourage future purchases, turning a potential loss into an opportunity for growth. To make exchanges even more appealing, provide incentives like free return shipping or an extended return window during the holiday season. Clear, concise information about your exchange policy helps manage customer expectations and ensures a smooth customer experience.
Returns management tools and return data analysis can help you identify trends such as which products are most often exchanged and refine your approach to further minimize returns. By promoting exchanges as a customer-friendly alternative, you not only improve customer satisfaction but also build a loyal customer base that’s more likely to return for future purchases. In the end, encouraging exchanges is a win-win: customers get what they want, and you get to build stronger, more profitable relationships.
Turn Returns into Exchanges for Stronger Customer Loyalty
Book a quick call with our experts to see how WeSupply helps you reduce refunds and keep revenue in-house by making exchanges easy, incentivized, and customer-friendly.
A smooth return experience builds trust. Encourage exchanges with marketing like: “Don’t like the size? Swap it for free!” This protects profit and keeps customers coming back. Clear return policies also help prevent customers from taking advantage of generous return options, especially during busy sales periods.
Use loyalty rewards and personalized emails to follow up after purchases: “Did your sweater arrive okay? Would you like to see matching scarves?”
Collect feedback ask, “How did your return go?” Use quick surveys to improve policies. Happy customers are more likely to shop again, share with friends, and forgive small mistakes.
Combat inconvenience with proactivity & self service
Book a quick call with our experts to see how WeSupply can help you make returns easy for your customers with a beautiful, self-service solution that makes their experience easier while also providing new ways to lower costs and earn back revenue.
Make sure your tech, logistics, and customer service systems are ready. Test how your website handles traffic, how fast returns are processed, and if payments glitch.
Train staff to handle extra volume and return questions. When systems freeze or take too long, customers get frustrated fast.
During Black Friday, monitor everything in real time and be ready to tweak return windows, restock fast, or send extra staff to the call center.
Once the event is over, dive into the data. How many returns? How many bracketing patterns? Use what you learn to refine your strategy for Cyber Week and the year ahead.
Black Friday 2025 is set to be one of the busiest shopping events of the year and with that comes the risk of bracketing (when customers buy multiple sizes or versions with the intent to return most of them) and lost sales from confusing policies or poor post-purchase experiences.
That’s where WeSupply comes in. By making returns smarter, exchanges easier, and customer experiences seamless, WeSupply helps retailers protect revenue, reduce return abuse, and keep shoppers coming back for more.
Here’s how WeSupply can make Black Friday smoother for both stores and shoppers:
Here’s how WeSupply can make Black Friday smoother for both stores and shoppers:
Clear Return Windows: Eliminate confusion with transparent timelines so customers know exactly when they can return.
Smarter Shipping & Fees: Balance costs by charging return shipping or restocking fees based on the reason or item type.
Friction-Free Exchanges: Turn potential lost sales into revenue by encouraging exchanges or store credit instead of refunds.
Instant Store Credit & Coupons: Reward customers for choosing credit over cash refunds, boosting repeat purchases.
Fraud Prevention: Stop return abuse with intelligent tools that block suspicious customers and protect your margins.
Seamless Pickup & Return Options: Offer in-store, curbside, and ship-to-store options to increase convenience and drive foot traffic.
Customer Insights & Analytics: Track why items are returned, spot patterns, and improve your strategies for future sales events.
Integration with Review Platforms: Collect and showcase authentic reviews to build trust and drive more conversions.
On Black Friday 2025, every sale counts. With WeSupply, you can reduce unnecessary returns, prevent bracketing, and turn post-purchase interactions into long-term customer loyalty.
👉 Discover how WeSupply transforms returns, get your demo today.
Bracketing and lost sales on Black Friday 2025 don’t have to cut into profits when you have the right tools in place.
With WeSupply, retailers can build flexible return rules, set transparent windows, apply restocking or shipping fees when needed, and easily mark non-returnable items. Instead of losing revenue, exchanges and instant store credit can keep sales flowing while fraud prevention protects margins. Pickup and return options, branded digital receipts, review integrations, and powerful analytics all work together to create a seamless post-purchase journey. Prevention is important, but trust and experience are what keep customers coming back.
With WeSupply, you can reduce return costs, recover lost sales, and turn Black Friday shoppers into loyal customers long after the season ends.
1. What is bracketing in eCommerce?
Bracketing happens when customers buy multiple sizes, colors, or versions of a product and return most. It spikes during Black Friday sales, driving up return costs and hurting profit margins.
2. Why is bracketing a big problem on Black Friday 2025?
Deep discounts, free shipping, and easy returns fuel bracketing. High order volumes mean excessive returns, which cut into revenue, tie up inventory, and increase operational costs for retailers.
3. How can retailers reduce returns during Black Friday and Cyber Monday?
Retailers can reduce returns with clear return policies, shorter return windows, AI-driven fraud detection, accurate size guides, virtual try-ons, and encouraging exchanges over refunds.
4. How does WeSupply help retailers prevent bracketing on Black Friday 2025?
WeSupply reduces bracketing with flexible return rules, fraud prevention tools, instant store credit, and friction-free exchanges, turning potential refunds into retained revenue.
5. What return management features does WeSupply offer?
WeSupply offers customizable return windows, restocking fee options, instant store credit, in-store pickup and returns, and powerful analytics to track return patterns and prevent abuse.
6. Why choose WeSupply for holiday returns management?
WeSupply streamlines post-purchase experiences, prevents revenue loss from bracketing, improves fraud detection, and enhances customer loyalty making Black Friday and Cyber Monday more profitable and efficient.
7. Does WeSupply have an Official Shopify App?
Yes. WeSupply has an Official Shopify App. You can download it and start integrating with your Shopify Store.
8. Does WeSupply have an official Magento extension?
Yes, WeSupply has an official extension for Magento. The WeSupply x Magento integration allows for automating order tracking experiences, reducing customer inquiries, automating shipping email and SMS notifications, and providing a fully branded order tracking experience
9. Does WeSupply have an official BigCommerce App?
Yes, WeSupply has an official BigCommerce App. You can integrate WeSupply with your BigCommerce store to improve your post-purchase customer experience.
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